Social Media is everywhere. Like right now, you’re probably reading this in a browser with 4 other tabs open, constantly checking Twitter, Facebook, YouTube before you pick up your phone to check Instagram and Snapchat. Throughout all this browsing, you’ll most likely be exposed to hundreds upon hundreds of ads, branded content and promotions. Social Media has become a battlefield of brands lobbying for relevance and their beloved consumers’ potential investments. But is that really a bad thing?

Because of this resurgence of branding and advertising, brands now have more opportunities than ever to reach potential consumers and promote their products and services. Brands and companies spend countless dollars buying up banner and video ad space and spend equal amounts of money developing ads that connect with the regular consumer or that make a spectacle and go viral. Brands even employ savvy social media and PR teams. Take the case a week and a half ago where the Wendy’s employee running its Twitter account replied in a very sassy way to an online troll (and many others like it: http://www.businessinsider.com/wendys-roasting-people-twitter-hilarious-mcdonalds-retail-2017-1). These exchanges blew up all over the internet. It was at the top of trending on most social networks for days and it seemed like everyone was either talking about it or adding their opinion. And it worked wonders for Wendy's.

Most people would think taking a sassy approach to customer service would be a hindrance but Wendy's has shown that talking back to trolls and not-so-serious online commenters works. They’ve gained thousands of new followers that are tuned in to see the next reply they’ll send out and they’ve gained thousands of new customers, all thanks to their sass and attitude.